Just how saturated is the handmade jewelry market?

How saturated is the Etsy Handmade Jewelry Category?

Definitely one of the most popular categories on Etsy is handmade jewelry. A lot of people are interested in buying it and there are a lot of sellers selling it. So how many items are for sale in each particular category and sub category and how can that data help you sell your handmade jewelry? (scroll down for the numbers)

How can you use this data?

If you are just starting out – You may just want to make handmade jewelry, but could go in different directions. If you can see how much competition you stand to face for each particular type, you may want to start off in a specific category that is less saturated.

Often to get visibility you need a certain number of items. The more saturated the category, the more items you will need to be visible. If you choose a less saturated category you stand the chance of seeing quicker results, assuming people are searching for those types of items of course.

It makes you think about where to list – What specific category fits your handmade jewelry best? The broader ones probably do, but a more specific one might as well and you may have fewer competitors there.

If you want to expand – You may have started out years ago with few competitors, but now you are in a totally saturated category. Knowing just how competitive each particular category is can help you decide what other areas within your same category you could get in to.

It shows that there are niches – Yes, handmade jewelry is very popular and a lot of people make and sell it. Within every popular category are smaller niches that you can find though. If you are most passionate about jewelry and have a talent for making it, don’t let the numbers keep you from doing what you love to do. It is better to make something that you are most interested in and passionate about rather than making something simply because it is the easiest thing to get into at the moment.

It shows whether you should list in multiple categories – And how much effort could be involved in gaining visibility in those categories. Your particular jewelry designs may fit in to a couple different categories. Knowing how many listings are in each category can give you an idea of how many listings you may have to have for people to find you. The number of listings may also make you aware of why you could be having difficulty getting views in a particular category.

Here is all the data:

Top level Category – Jewelry on Etsy:

Jewelry: 3,583,594 total items in the Jewelry Category

Breakdown of the top sub categories under Jewelry:

Necklace – 1,112,234 total items in Necklace category

Earrings – 968,575 total items in Earrings category

Bracelet – 613, 848 total items in Bracelet category

Pendant – 315,949 total items in Pendant category

Ring – 252,771 total items in Ring category

Brooch – 60,903 total items in Brooch category

Piercing – 16,998 total items in Piercing category

Anklet – 12,836 total items in Anklet category

Here is a breakdown of the number of items in each of the sub categories:

Under Necklace:

Beaded – 171,627

Charm – 113,275

Metal – 104,113

Stone – 93,449

Metalwork – 57,347

Glass – 56,835

Wire Wrapped – 42,024

Beadwork – 41,484

Choker – 26,485

Polymer Clay – 21,935

Locket – 19,951

Bib – 15,072

Fiber – 13,248

Plastic – 12,312

Shell – 12,100

Lariat – 7,857

Chainmaille – 7,805

Rosary – 4,837

Enamel – 4,291

Felt – 3,831

Under Earrings:

Dangle – 264,134

Beaded – 100,132

Post – 55,453

Metal – 51,177

Glass – 49,239

Stone – 48,610

Wire Wrapped – 36,755

Metalwork – 34,916

Hoop – 31,416

Chandelier – 23,340

Polymer Clay – 22,916

Pearl – 18,063

Wood – 12,653

Resin – 12,574

Plastic – 11,716

Ear Cuff – 8,170

Shell – 8,141

Chain – 7,970

Chainmaille – 6,259

Fiber – 5,720

Felt – 1,760

Under Bracelet:

Beaded – 172,932

Charm Bracelet – 59,151

Cuff – 41,466

Bangle – 35,937

Stone – 32,342

Metal – 25,242

Beadwork – 17,611

Glass – 16,035

Fiber – 15,517

Beadweaving – 15,187

Wire Wrapped – 14,667

Metalwork – 14,001

Chainmaille – 13,666

Wood – 4,015

Polymer Clay – 3,802

Shell – 3,153

Plastic – 2,420

Resin – 2,239

Felt – 1,006

Under Pendant:

Glass – 47,182

Metal – 36,647

Wire Wrapped – 28,208

Stone – 27,081

Art – 22,677

Metalwork – 20,011

Wood – 16,996

Resin – 16,060

Polymer Clay – 12,547

Photo – 6,840

Ceramic – 5,135

Seaglass – 4,229

Cameo – 3,402

Locket – 3,092

Chain – 2,538

Plastic – 2,499

Shell – 2,211

Enamel – 1,789

Fiber – 1,295

Under Ring:

Adjustable – 50,622

Sterling – 30,082

Wrapped – 20,385

Metal – 19,386

Metalwork – 19,356

Gold – 15,835

Stone – 14,711

Band – 10,579

Jewel – 8,183

Resin – 6,330

Glass – 5,781

Polymer Clay – 4,442

Wood – 3,282

Plastic – 2,295

Fiber – 1,011

Shell – 904

Toe – 703

Felt – 648

Chainmaille – 449

Under Brooch:

Metal – 8,998

Felt – 6,508

Flower – 5,127

Wood – 4,076

Metalwork – 3,705

Polymer Clay – 3,579

Plastic – 3,166

Fiber – 2,939

Cameo – 2,867

Glass – 2,169

Resin – 1,200

Crochet – 1,027

Shell – 328

Knitting – 276

Under Piercing:

Plugs – 8,342

Belly – 3,689

Ear – 2,187

Nose – 1,800

Barbell – 131

Metalwork – 86

Eyebrow – 28

Under Anklet:

Beaded – 5,942

Chain – 1,293

Charm – 1,048

Stone – 859

Fiber – 634

Metal – 495

Glass – 289

As you can see there are quite a few listings under the category of Jewelry on Etsy. While the category is saturated, a lot of the sub categories are not too bad. Obviously if you sell jewelry on Etsy, this data is good to know, but it can also give you an idea of what the handmade jewelry market is like as a whole.

If you want to take it one step further to find popular niches, you can use the Google Adwords Keyword tool.

Let’s say you want to see if there are opportunities in the “beaded necklace” niche.

First you would type in “beaded necklace” into the word or phrase box at the top.

Check the box below it that says only show closely related items.

On the left side of the screen, scroll down and check the box that says “Exact.”

Just below the Search button, click the “keyword ideas tab.”

Now click search and scroll down for the results. Not only do they show all the types of beaded necklaces that people search for, but also how many searches are done for each one of them each month.

You can use the keyword phrase that relates most to your specific designs in your titles whether you list on a marketplace or on your own website. People are specific when they do their searches and if you use specific terms for your keywords you will not be competing directly with everyone in the general “beaded necklace” category.

Resources:

Google Adwords Keyword Tool

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Good luck selling


Richard Walker

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